INSIGHT on INSIGHT: Utilizing Refinement Sessions
WHAT AND WHEN: Proper usage
Refinement sessions involve presenting new stimuli, often in draft form, to participants who proceed to share their reactions and thoughts. The stimuli could range from concept statements to package designs to brand names to branding assets to promotional programs.
This is an application of the belief that it is better to learn & test before you test & learn: Let a few unbiased outsiders react to your idea before it is rolled out for the masses to pass judgment.
Refinement sessions are intended to involve sequential phases of presenting an idea, getting reaction to that idea, modifying the idea and re-presenting the new idea for reaction.
These sessions are done among a small number of individuals because they are generally trying to identify points of confusion, frustration of miscommunication (things called noticeable negatives). They are not intended to undercover big new ideas or insights.
In certain situations, refinement can also materialize as an iterative form of online concept testing.
WHY: The benefit and value
Refinement sessions are done because people make mistakes and often get so close or so involved with a project that they can overlook fatal flaws that can be instantly recognized by others.
They also acknowledge the fact that the inventor, creator or brand manager of an idea doesn’t always fit the profile of the prime prospect. Or there is a better prime prospect than just people fitting the profile of the inventor, creator or brand manager.
Refinement is only done after prior work has validated that the central components to the idea are solid.
Beyond fatal flaws, refinements can also provide tweaks to further clarify or improve the overall value proposition. The learning can come in a variety of tactical forms:
- Identifying illegible fonts or language that is unclear.
- Discovering color preference that best stands out, gets noticed or differentiates versus existing items.
- Learning about unintended associations or interpretation that is unfavorable to the product.
- Testing the impact of different imagery on key equities or perceptions
HOW: Tips to guide basic approach
Refinement should be a very hands-on experience for the participant. They must view the ideas as works-in-progress needing their contribution to become complete.
Participants should not get any perceptions of protective ownership or finality, which makes it more difficult to provide negative comments or recommend changes.
Proper approach to this work should include the following set up:
- Have plenty of mock-ups, renderings or other stimuli the participant can handle, mark-up and manipulate.
- Encourage participants to share both positive and negative reactions, as well as an explanation of what factors drove those perceptions.
- Include additional stimuli that isolates key elements that need to be explored in detail. This may include isolated brand names or brand imagery or fonts.
- Get beyond just perceptions of appeal or preference. Probe into behavior-based metrics like purchase intent or anticipated usage. What people like isn’t always what they are most likely to buy.
APPLICATION: What to do with the results
At the refinement stage, a new concept should be very close to being finalized before full production or in-market rollout. Therefore, the application of the results should be fairly straight-forward.
Some companies may use qualitative refinement as the final gate while others will follow up with an additional round of quantitative concept testing to further validate any modifications.
Budget, time, and comfort with risk all influence whether action is take or further testing is done.